I nearly ran over a bottle of whisky the other day.
It was a good one too – my all-time favourite, Talisker 10.
Thankfully I’d been pre-warned of its existence, placed by the delivery driver just in front of my rear wheel on our drive, so I avoided the sound of splintering glass, and the anguish of losing something you love.
The whisky was a “thank you” gift from a very valued client, which I’m very grateful for, and not just because I enjoy the odd dram – it also provides a reminder to all of us who are looking to build relationships with our customers and prospects.
A few weeks back, in an email about Amazon Prime Day, I namedropped Talisker, which the client in question obviously saw, and committed to memory, so when it came to choosing a gift, the choice was straightforward.
I certainly didn’t include the brand name expecting to receive anything, but gift or no gift, including specific personal details in your content elevates your relationship with your audience.
You become 3D rather than 2D; instead of a corporate headshot and a job title, you’re now a person with pets, children, football teams, hopes, dreams and favourite whiskies,
Relatable, relevant, real.
As the adage goes, “people buy from people”, and as Jeffrey Gitomer wisely pointed out, “All things being equal, people want to do business with their friends”.
It’s difficult to make friends with your audience without allowing them to get to know you, so today’s nudge is a simple one:
If you’re not producing content that introduces who you are and helps your audience get to know you, you’re missing an opportunity to elevate relationship, and become the friend that’s in the boxseat when they’re ready to buy.
Seb
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